Queensland Rugby League (QRL) in partnership with crowdDJ® created a world first at the Intrust Super Cup grand-final, giving the audience the opportunity to request their favourite Spotify tracks for a live DJ to play throughout the stadium as the featured half-time entertainment.
Jason Davis, Head of Digital at QRL, says that they are always on the lookout for activations that add something unique to the audience experience – especially when it comes to entertainment options.
“We usually think of a live band or something similar as the standard half-time entertainment. Giving our fans that ability to influence the songs the Live DJ played brought them much closer to the entertainment”
Interactive kiosks were installed at both ends of the stadium concourse to make it easy for fans to walk straight up and request a song. The hubs were positioned to take advantage of fans entering the stadium and dwell time near food and bar areas.
As an alternative to using the kiosks fans were also able to use the crowdDJ® app, free to download on both the App-store or on Google play. Once downloaded fans were able to use the app on their mobile phones to “Check In” to the Intrust Super Cup Grand Final event, and start searching for their favourite songs.
DJ on the Sideline – Playing Live on the Big Screen
A live DJ was situated on the sidelines in a prominent position so fans could make the connection between requesting songs and having them played. The DJ was positioned here so that the entire expected audience could have a clear line of sight to the booth.
Surrounding the relevant music video on the big screen, a digital border containing crowdDJ® branding and call to action (Live DJ taking requests etc.) was visible, to encourage game day attendees to select the songs they wanted to hear, without having to get up from their seats.
Promo Staff & Merchandising
To assist with messaging around the activation, crowdDJ® promo staff engaged with game attendees about the concept of requesting and voting for songs, and took them through using the kiosk and downloading the app. A range of merchandise including banners and flags were used around the activation hubs to invite participation.
The ground MC was provided with scripting for announcements about crowdDJ participation throughout the day as well as for two interviews broadcast on the large Screens at either end of the stadium.
Requesting and Voting for Songs – Gamification
Fans were able to search their favourite tracks either by artist or song name. A range of Spotify lists chosen to suit the QRL audience, were also on offer for fans wanting to browse for a song.
In addition to requesting songs fans were also able to vote for track already in the playlist. Angelee Samin, National Marketing Manager at Nightlife Music, creator of crowdDJ® said that seeing the number of votes each song had in the playlist, turned crowdDJ® into a bit of a game.
“People loved being able to send requests to the DJ, but once they worked out you could vote for a song to increase the chance of getting it played we saw a flood of votes come in”. – Angelee Samin, National Marketing Manager at Nightlife Music